Monday 22 June – 10am AEST
The Power of Personalisation
Creating and interpreting sound has given humans an incredibly sophisticated way to communicate, and with it, a distinct evolutionary advantage. Our ability to subconsciously filter information and prioritise what deserves our precious conscious attention was refined well before the battle for attention we all experience in the modern digital world.
In marketing, contextually and personally relevant communication has an extraordinary effect on influencing emotional memory, behaviour, and – most importantly – brand selection. Sound is also particularly powerful at anchoring implicit emotional values like trust, to what we see.
In this experiential presentation, Sam Crowther explores how sound influences behaviour, and how this can be exploited by brands through the latest in dynamic creative and personalisation for digital media, helping brands communicate the way humans do instinctively.